The Impact of Brand Experience on Factors Affecting Willingness to Pay a Price Premium and the Relationship of Price Premium to Purchase Intention

This research aims to analyse the factors that affect the willingness to pay a price premium and the effect of brand experience on these factors. It also focuses on the relationship between price premium and online purchase intention. The research data were collected from 391 participants aged 18-25 using the online questionnaire technique with the convenience sampling method. Frequency analysis, normality test, correlation analysis, confirmatory factor analysis and path analysis were applied with appropriate statistical analysis programs. As a result of the research, it has been determined that brand experience affects perceived uniqueness, brand choice and brand reliability. In addition, the effect of brand reliability on willingness to pay price premiums and the relationship between price premiums and purchase intention are highlighted.